Awards

Credits & Description

Type of entry: Use of Media
Category: Best Use of Social Media Marketing
Advertiser: LEVI STRAUSS & CO, SAN FRANCISCO
Product/Service: LEVI'S CURVE ID JEANS
Agency: COLENSO BBDO Auckland, NEW ZEALAND
Executive Creative Director: Nick Worthington (Colenso BBDO)
Creative Director/Art Director/ Copywriter: Levi Slavin (Colenso BBDO)
Director/Art Director/Copywriter: Jae Morrison (Colenso BBDO)
Art Director/Copywriter: Kia Heinenn (Colenso BBDO)
Copywriter/Art Director: Zoe Hawkins (Colenso BBDO)
Group Account Director: Scott Coldham (Colenso BBDO)
Producer: James Moore (Flying Fish)
Producer: Sam Attenborough (Flying Fish)
Editor: Mike Hammond (Colenso BBDO)
Production Company: (Flying Fish)
Planner: James Hurman ()
Results and Effectiveness:
Objective: 100,000 views on Youtube.
Result: + 8,000,000 views.
That’s 8,000% more than what we set out to achieve.
Including 82,000 shares on Facebook and 7,200 tweets.
62% of views came from Blogs and in Social media environments, with only 28% coming from YouTube.
Creative Execution:
We know a great fitting pair of jeans will get looked at. So we turned the camera around to execute the ultimate in product demonstrations. With a hidden camera in our girls’ Curve ID jeans, we caught everyone who looked at their butts.
Rear View Girls was a beautifully simple way to demonstrate the power of a great fitting pair of jeans – that had cultural relevance wherever it was seen.
The media channel was chosen to elicit the greatest reach and response on a global stage in the shortest possible time - online. The media channel delivered and spawned the intended media spin offs.
The seeding strategy, was designed to hit the most influential bloggers and web sites first and once seeded there, the PR was designed to be self perpetuating, each blog or web site, or tv channel or newspaper becoming part of the PR strategy.
Insights, Strategy and the Idea:
Levi’s have lost women. Their jeans just aren’t flattering.
Until Curve ID. A range of jeans that fit shape – not size.
Women can feel confident wearing the Levi’s product again. Empowered, even.
The brief was: Levi’s make your bum look great.
They gave us: $10k and a pair of Curve ID.
We needed to connect with fashion forward women, and men. Influential people who would be interested in our new product, and our product demonstration.
We know a great fitting pair of jeans will get looked at. So we turned the camera around to execute the ultimate in product demonstrations. With a hidden camera in our girls’ Curve ID jeans, we caught everyone who looked at their butts.
Rear View Girls was a beautifully simple way to demonstrate the power of a great fitting pair of jeans – that had cultural relevance wherever it was seen.
100,000 hits on Youtube was the target.